Edward Boon

Edward Boon, Ph.D.


PhD (KTH Royal Institute of Technology, Stockholm)

Faculty, Marketing



Edward Boon is a researcher and lecturer in marketing and entrepreneurship. His research interest covers the intersection between consumer behavior, social media and technology, and he has published papers in various peer-reviewed journals, including Psychology & Marketing, Business Horizons, and the Journal of Financial Services Marketing. His professional experience includes marketing positions at Procter & Gamble and online insurance broker First Europa. In 2017 he developed the educational marketing simulation game ‘Battle of the Brewers’. Edward Boon has a PhD in Industrial Marketing from the Royal Institute of Technology in Stockholm, and an MBA from Erasmus Rotterdam School of Management.


Lee, L. W., Boon, E., & McCarthy, I. P. (2021). Does getting along matter? Tourist-tourist rapport in guided group activities. Tourism Management, 87, 104381.

Boon, E. & Foppiani, O. (2019). An exploratory analysis of cross-country biases in expert wine reviews. Journal of Wine Research, DOI: 10.1080/09571264.2019.1614549

Morkunas, V.J., Paschen, J., & Boon, E. (2019). "How blockchain technologies impact your business model". Business Horizons. In press.

Brown, T.E., Boon, E., & Pitt, L.F. (2017). "Seeking funding in order to sell: Crowdfunding as a marketing tool", Business Horizons, Volume 60, Issue 2, March–April 2017, pp. 189–195

Boon, E. , Grant, P., & Kietzmann, J. (2016). "Consumer generated brand extensions: definition and response strategies", Journal of Product & Brand Management, Vol. 25 Iss: 4, pp.337-344